It’s industry practice that films faring poorly in closed test screenings -- so called test previews -- are not given regular theatrical release on the belief that multimillion-dollar spending on prints-and-advertising expense would be wasted. Coming of age teen drama “Flipped” is a rare film given guarded tryout with narrow release to theaters, presumably because its … [Read more...] about Reiner Film Fades After Short Test Run
Theatrical Marketing Costs Rise in 2005
With box office suffering a slide, Hollywood is warming to the idea of reducing marketing expenses in theatrical release to bolster profits. But analysts should be careful about trimming their forecasts of future studio spending on prints and advertising. Hollywood's tough talk about cost control looks to be an exercise in wishful thinking. First let's assume the axe would … [Read more...] about Theatrical Marketing Costs Rise in 2005
Original ‘Jurassic’ Spins Off 1,000 Products
When “Jurassic Park” approached theatrical release in June 1993, distributor Universal Pictures set a new high in licensed merchandise, lining up 1,000 different categories of products locked up by 100 companies. Director Steven Spielberg and a then lofty $70 million production with cutting edge special effects let the studio make this proposition: the film would … [Read more...] about Original ‘Jurassic’ Spins Off 1,000 Products
Oscar Noms Ignite ‘Gandhi’ Blitz
More than any other Best Picture nominee, "Gandhi" needs Oscar's help! For the Columbia Pictures release, the cornerstone of its marketing plan is the 11 nominations it received, the best of any 1982 picture. Moviegoers were barraged with “Gandhi” advertising ballyhooing the Academy of Motion Picture Arts & Sciences Awards’ nomination within hour of the Feb. 17 … [Read more...] about Oscar Noms Ignite ‘Gandhi’ Blitz